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5 Spectacular Marketing Insights From Cirque du Soleil On Customer Intimacy | momentology
By Lisa Lacy, 21st of April 2016 at 14:05 PM.

So how does Cirque du Soleil use get closer to its fans? Here are five marketing insights from Derricks.

1. Be Ready To Ask & Re-Ask Questions

the live entertainment brand isn’t the new kid on the block anymore....undergoing a huge transformation as a result in part of private investment firm TPG acquiring a majority stake last year.

“And what’s fascinating is this inflection point is a chance to re-ask all the questions,” Derricks said. “Everything is back on the table again. Our brand is incredibly strong on stage, but where we’re challenged is what happens beyond the lights and how to interact with you.”

2. Don’t Miss The Marketing Basics
it’s hard for a brand like Cirque du Soleil to simply deliver an app or the like, so “given the crowded market, there’s a lot of basic blocking and tackling as much as finding the next brand new thing. Sometimes it’s about being in the right place at the right time.”

That means Cirque du Soleil capitalizes on traditional out-of-home tactics like taxi toppers and marquis ads, as well as videos in taxis to create awareness and buzz.

3. Have Smaller Conversations & Tell Stories

Derricks said the brand is hearing from its fans that they want to know more about the performers and what goes on behind the scenes.

“Where we’re challenged is selling the concept of the show itself,” Derricks said. “The most radical thing we can do is to be more intimate. I don’t know if we can be louder, but we can be more intimate and [and bring you] behind the curtain, which is a fascinating new adventure for Cirque du Soleil.

4. Bring People To You

Another part of Cirque du Soleil’s marketing strategy involves breaking down the shows into their component parts and connecting with audiences from there....As a result, the brand has begun experimenting with master classes in fields like makeup and dance.

5. Conduct Team Building Activities

What’s more, noting the circus itself has changed drastically as traditional circuses included acts in which performers were related by blood and were therefore very tightly knit, Derricks said Cirque du Soleil, which includes groups of performers without family ties, had to conjure up its own unique methods of fostering trust....As a result, Cirque du Soleil created Spark Sessions, or corporate experiences for networking, business development and/or milestones, to get other companies involved and to help teach what it has since learned about trust and leadership, "
private_equity  TPG  Guy_Laliberté  entrepreneur  fascination  Cirque_du_Soleil  customer_experience  storytelling  customer_intimacy  LBMA  out-of-home  teams  trustworthiness  brands  insights  outreach  live_performances  corporate_training  inflection_points 
april 2016 by jerryking
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